BACKGROUND:
Alzheimer's disease, a devastating neurodegenerative condition, poses a growing threat. The Spanish Society of Neurology (SEN) projects a staggering 3.2 million cases in … read moreSpain by 2050.
However, public awareness remains limited. While memory loss is widely recognized, other crucial symptoms often go unnoticed. These include disorientation, confusion, changes in personality and behavior, difficulty with problem-solving, and even delusions. Early detection of these lesser-known symptoms is critical for effective management and improved quality of life for those affected. Therefore, it is essential to increase awareness and education about these symptoms to combat the growing impact of this devastating disease.
CREATIVE IDEA
On World Alzheimer's Day, "The Impossible Order" simulated the lesser-known symptoms of Alzheimer's disease through an immersive experience during the everyday task of placing an order at a burger joint.
By hacking a digital kiosk at a popular burger restaurant in the RIO Shopping mall, users experienced these symptoms firsthand as nothing functioned normally. Customers encountered ingredient names that didn’t match their corresponding images; orders restarting unexpectedly; letters, images and prices shifting during the ordering process; and even receiving unrelated orders.
When confused customers approached the counter, a team of specialized psychologists from AFA Zamora explained that their experience mirrored the daily struggles faced by individuals living with Alzheimer's. After sharing insights on how to recognize early symptoms, they also offered the option to schedule a medical examination and make a donation to support both patients and their families.
INSIGHTS & STRATEGY
"The Impossible Order" aimed to raise awareness and understanding of Alzheimer's disease by disrupting the familiar experience of ordering at a fast-food restaurant. The strategy was focused on creating an immersive scenario to evoke empathy and highlight the lesser-known challenges of Alzheimer's. By hacking a digital kiosk in a popular burger joint at the RIO Shopping mall, the initiative simulated the confusion, frustration, and disorientation associated with the disease.
When disoriented customers approached the counter, they were met by a team of specialized psychologists. This interaction served a dual purpose: it explained that their experience reflected the daily struggles of individuals with Alzheimer's, while also providing actionable insights. The psychologists shared how to recognize early symptoms, emphasized the importance of early detection, and offered options to schedule a medical examination or make a donation to support patients and their families.
The initiative had three key goals:
1. Foster empathy by allowing participants to experience the challenges of Alzheimer's firsthand.
2. Promote early detection by educating the public about lesser-known symptoms.
3. Drive tangible action through donations or medical consultations.
By combining an immersive experience with education and actionable steps, "The Impossible Order" not only raised awareness but also created a meaningful connection between the public and the realities of Alzheimer's, aiming to improve the lives of those affected by the disease.
EXECUTION:
"The Impossible Order" was meticulously crafted to maximize its impact, with every detail thoughtfully designed to reflect the realities of Alzheimer's disease. A team of specialized psychologists from AFA Zamora collaborated to create the kiosk's simulated disruptions, ensuring they accurately mirrored the disorientation, frustration, and cognitive challenges faced by individuals with Alzheimer's. The craft of the experience was rooted in authenticity, using mismatched ingredient names, shifting visuals, and unexpected order resets to evoke empathy and understanding.
The initiative's placement was strategically chosen to ensure maximum visibility and engagement. By targeting a popular burger restaurant within the bustling RIO Shopping mall, the campaign reached a diverse audience in a familiar, everyday setting. This high-traffic location amplified the impact of the experience, drawing attention to the often-overlooked symptoms of Alzheimer's.
The tone of the intervention was carefully calibrated to balance empathy and education. When participants approached the counter in a state of confusion, they were met by psychologists who provided clear, supportive information about early-stage Alzheimer's symptoms. The tone was neither overly clinical nor overly emotional, but rather informative and empowering, encouraging participants to take proactive steps.
Implementation seamlessly integrated opportunities for action, such as scheduling medical examinations or making donations, ensuring that the empathy generated during the experience translated into tangible support for those affected by Alzheimer's.
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